Apple’s Clips app is iMovie for the next generation

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When I opened up Apple’s new Clips app yesterday, as I’ve been doing for the past few days, I was greeted with the same photo-capture screen that’s prioritized in all the social “story” apps. Take a picture! Capture video! Share! Share everything! they scream at you. I added some text overlays and emoji, and fumbled my way through Live Titles, the feature that’s distinctive to Apple Clips. And eventually, I shared my Clips. But it took a while. Because Clips take a while.

After Apple first announced its Clips video-making app a couple weeks ago, a lot of people — including me — wondered whether this was the company’s attempt to grab some of the attention that’s been siphoned by social apps like Snapchat, Instagram, and Facebook. After using the new Clips app for the past five days, it’s become clear to me that this is not Apple’s attempt at a “social” app, at least, not in the way that social networks work.

Photo by Vjeran Pavic / The Verge

Instead, it’s a video-making app that borrows some features from other apps. It’s an app that requires some thought and a little more work than a Snap or tweet or ‘gram does. These days, it’s possible to use those apps in public and with friends in a way that doesn’t feel terribly rude, whether it’s because everyone else is doing it or because the point is to share something quick and raw. With Clips, prepare to spend at least a few minutes making something share-worthy.

But that’s not a bad thing: it’s a distinctly Apple-like approach to mobile…

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